Fun fact of the day: An orange “Buy” button is statistically going to sell more of whatever than a button of any other color. For example:
Once I started looking, I couldn’t stop seeing the big orange buttons everywhere. Science claims that orange is the second most visible (?) color after red, but red has all sorts of horrid negative connotations. You could see a dozen red “Buy” buttons and all your brain would recognize is “No!” “Stop!” “Don’t!” “Beware!” or “Danger!” Consquently, web designers and UX experts (user experience) around the world have collectively buried us all under a pile of orange buttons.
It just goes to show how much the tiniest details matter to advertisers. I once worked on a photo shoot that involved a kitchen scene. We spent literal days plotting out the shape of the water glasses on the table (“It has to be clear they’re not for booze”), what type of juice was in the refrigerator in the background (juice has weird racial connotations), and whether the model’s fake wedding ring should be silver or gold.
It seems preposterous, but the brands that put this kind of thought into their advertising do so much volume that even if each of those decisions affects one tenth of one percent of their customers, it’s worthwhile.
Think about that next time you pick up some gum “on a whim” at the cash register. THERE IS NO SUCH THING AS A WHIM.
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